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Young People Are Increasingly Buying Rolls-Royce – Report
You probably picture someone with white hair and possibly white golf shoes when you think of a typical Rolls-Royce owner. After all, these are huge, plush cars designed for comfort, exactly the type of thing you’d expect wealthy retirees to enjoy.
The true purpose of a Rolls-Royce, according to Rolls-Royce customers, isn’t just effortless quiet and comfort acquired after a lifetime of toil. It’s all about the prestige, status, and, yes, pleasure of a product they’re lucky enough to be able to buy while their hair is still colored. When Rolls-Royce announced its record-breaking 2021 sales (approximately 5,600 vehicles sold worldwide), it also revealed that the average age of its customers in the United States and around the world is only 43 years old.
When Rolls-Royce announced its record-breaking 2021 sales (approximately 5,600 vehicles sold worldwide), it also revealed that the average age of its customers in the United States and around the world is only 43 years old. As a result, many buyers are much younger, in their twenties or thirties.
Maxie Kahn-Lilly, a 30-year-old Boca Raton, Florida, real estate agent and model with her Rolls-Royce Ghost.
Maxie Kaan-Lilly, a 30-year-old real estate agent and model from South Florida, is one of them. She said her Rolls-Royce Dawn is her only car and that she drives it everywhere.
She said of her white convertible, “It’s my ride-or-die.”
Dawn prices start at over $350,000 before options, and Kaan-Lilly sees her car as a symbol of her success as well as a business tool. Clients are wowed when she picks them up from the airport and drives them to a property tour in the comfort and opulence of a Rolls-Royce, she said.
“Rolls-Royce is the epitome of success,” she said, “so when I got to that point in my career I decided it’s an investment I wanted to make because it’s an investment in yourself, really.”
Fadi Zaya, a 36-year-old luxury car consultant from Southern California, with his own Rolls-Royce Cullinan SUV.
Rolls-average Royce’s buyer age is lower than that of few other car brands. BMW, which also owns the British brand Mini, owns Rolls-Royce. According to BMW, the average age of a Mini buyer in the United States is 52. BMW did not provide a specific average age for the BMW brand.
Rolls-Royce had a higher percentage of buyers under 45 than many other luxury and exotic brands, including Mercedes-Benz, Audi, Lexus, and even Lamborghini, according to data collected by consulting firm IHS Markit in the third quarter of 2021.
The reason could be due in part to a generational divide between the wealthy and the ultra-wealthy. On average, those in Rolls-target Royce’s market — those with enough money to spend a third to half a million dollars on a car — are younger than those who are simply wealthy. According to recent surveys by Spectrem Group, a consulting firm that studies wealthy investors, people with a net worth of $1 million to $25 million are on average 62 years old. The average age of those with a net worth of more than $25 million is 48.
